<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202022000300542</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Diagnóstico de transformación digital en hotelería: caso de estudio en el Hotel Nacional de Cuba]]></article-title>
<article-title xml:lang="en"><![CDATA[Diagnosis of digital transformation in hotel business: case study at the Hotel Nacional de Cuba]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Castro Díaz]]></surname>
<given-names><![CDATA[Adriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Delgado Fernández]]></surname>
<given-names><![CDATA[Tatiana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ash Hernández]]></surname>
<given-names><![CDATA[Gladys]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Tecnológica de La Habana &#8220;José Antonio Echeverría&#8221;  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Hotel Nacional de Cuba  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>14</volume>
<numero>3</numero>
<fpage>542</fpage>
<lpage>552</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202022000300542&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202022000300542&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202022000300542&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN En el sector turístico, la transformación digital no es una opción, sino un imperativo, tanto para alcanzar un incremento sostenido de visitantes como en la mejora continua del servicio que se presta al cliente. La digitalización centrada en el turista es una condición indispensable para poder responder a las demandas crecientes de los consumidores y mantenerse siendo competitivos. Desde la administración de las instalaciones hoteleras, se precisa realizar un monitoreo permanente del funcionamiento de los procesos operacionales internos y de los servicios que se ofrecen al turista mediante el uso de las tecnologías digitales. En este escenario la experiencia del cliente, cada vez más inmerso en la tecnología digital, constituye un elemento clave. En este artículo se ofrece una metodología de diagnóstico de la transformación digital en el sector hotelero, mediante la combinación de un Modelo de Madurez Digital con técnicas de Mapas de empatía y de experiencia del cliente, la cual se aplica al Hotel Nacional de Cuba, como caso de estudio, donde existen las condiciones de alistamiento necesarias para adoptar una transformación digital integral, soportada en una estrategia digital que viene desplegándose. Finalmente, se hacen recomendaciones al hotel basadas en los principales hallazgos del estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT In the tourism sector, digital transformation is not an option, but rather an imperative, both to achieve a sustained increase in visitors and in the continuous improvement of the service provided to the client. Tourist-centric digitization is a prerequisite for being able to respond to growing consumer demands and remain competitive. From the administration of the hotel facilities, it is necessary to carry out a permanent monitoring of the operation of all internal operational processes and of the services offered to tourists through the use of digital technologies. In this scenario, the customer experience, increasingly immersed in digital technology, is a key element. This article offers a methodology for diagnosing digital transformation in the hotel sector, by combining a Digital Maturity Model with techniques of Empathy Maps and customer experience, which is applied to the Hotel Nacional de Cuba, as the case study, where there are the necessary readiness conditions to adopt a comprehensive digital transformation, supported by a digital strategy that has been deployed some years ago. Finally, recommendations are made to the hotel based on the main findings of the study.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Transformación digital]]></kwd>
<kwd lng="es"><![CDATA[modelo de madurez digital]]></kwd>
<kwd lng="es"><![CDATA[mapa de empatía]]></kwd>
<kwd lng="es"><![CDATA[mapa de experiencia del cliente]]></kwd>
<kwd lng="es"><![CDATA[turismo]]></kwd>
<kwd lng="en"><![CDATA[Digital transformation]]></kwd>
<kwd lng="en"><![CDATA[digital maturity model]]></kwd>
<kwd lng="en"><![CDATA[empathy map]]></kwd>
<kwd lng="en"><![CDATA[customer experience map]]></kwd>
<kwd lng="en"><![CDATA[tourism]]></kwd>
</kwd-group>
</article-meta>
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